Ad Rank is a calculation that google makes where your Max Bid is multiplied by your quality score (QS).

The higher your adrank in relation to your competitors, the higher your ad will show on the SERP.

The percent of people who go to your website but leave without visiting another page.

Call extensions allow you add phone numbers to your ads when viewed on a mobile. Google say that this can increase click-through rates by 4-5%.

When your call extensions show, people can tap or click a button to call your business directly. That means more customer engagement with your ads and more chances for you to get and track your conversions.

CTR – Click Through Rate – given as a percentage of people who have clicked on your link. E.g. if your ad is shown to 100 people and 6 people click on it, you will have a 6% click through rate.

An amount set out for each ad campaign to specify how much, on average, you’d like to spend each day.
It should be remembered that on any single day, you can receive up to 20% more in costs than your daily budget.

Private Blog Networks aka PBN’s are a network of authoritative websites that are used to build links to target domains that someone is trying to get ranked in SERPS (Search Engine Results Pages).

This is seen as a black hat SEO technique which is a huge no-no to Google and if you use these to try and rank highly, you will most likely, be punished with manual action ranking penalties.

PPC, Pay-Per Click and Google AdWords all mean the same thing and are interchangeable.

QS – Quality Score – a score out of 10 that Google gives each keyword in your Google AdWords campaign and it is made up of:

1. Landing page experience
2. Expected CTR
3. Ad relevance

When you type into a search engine such as Google, Bing, Yahoo etc, it will come back with a list of results. This is known as the SERP (Search Engine Results Page).